• by Laurie Sullivan , Staff Writer, 10 hours ago

Marketers that no longer want to work in advertising can now trade their expertise in performance for a career in air traffic control by applying their knack for gaming — linking decisions with real-world outcomes.

It's a metaphorical comparison rather than a real trend or actual career pathway, but it leads me to the latest ad campaign launched Friday by the U.S. Federal Aviation Administration and Transportation Department.

The campaign targets video gamers for the job of air traffic controller. The description notes that this type of expertise is crucial for keeping the U.S. skies safe, and handling on average about 45,000 flights per day. 

It appears that Microsoft Xbox sponsored the campaign, which debuted on YouTube. An Xbox One logo appears at the beginning of the video before transitioning into the campaign with the tag line “It’s not a Game. It’s a Career.”

The recruiting campaign from the U.S. Federal Aviation Administration and Department of Transportation notes that the average salary is $155 per year after three years.

In the video -- which opens with the Xbox One logo and then quickly transitions to flashing graphics from favorite games paired with hard techno beats -- the government tells gamers they have been training to be controllers all along.

While it is an unconventional U.S. government recruitment tactic, Transportation Secretary Sean Duffy and FAA Administrator Bryan Bedford say that is the point.

“To reach the next generation of air traffic controllers, we need to adapt," Duffy stated. "This campaign’s innovative communication style and focus on gaming taps into a growing demographic of young adults who have many of the hard skills it takes to be a successful controller.”

He states that there has "never been a more exciting time to become a controller and level up into a career with a strong purpose" to help keep American families and individuals safe.

The FAA’s new campaign aims to reach young adults who possess skills that are transferable to a career in air traffic control. Gamers typically demonstrate high cognitive functions, ability to multitask, have spatial awareness, and can strategize and problem solve.

Only about 25% of controllers hold a traditional college degree, so the campaign is focused on reaching talented young people pursuing alternative career paths, many of whom are active in gaming.

Feedback from controller exit interviews reinforces this, with several controllers pointing to gaming as an influence on their ability to think quickly, remain focused, and manage complexity. Approximately 65% -- or more than 200 million -- of Americans regularly play video games.